Shopping From Your Phone Just Got Easier Than Ever Thanks To This Premium Site

Jorge Cosano put it this simply: Men hate shopping. We like to look good. In fact, the days of sliding on chinos for work are over. It’s OK to have your own style. Looking good in your clothes is an expectation. But the shopping – it’s a pain.

On Thursday, Cosano launched ÉCOLE, a new men’s mobile-first e-commerce concept focused on premium foundational menswear. ÉCOLE’s mission is to free men of seasonal cycles, trends and websites that present an overwhelming number of options. Consider ÉCOLE as the middle ground between shopping at J.Crew and splurging at Mr. Porter.

“(Guys) know that they are looking for a premium brand, our job is to tell them why they want to buy premium brands and to tell them which ones,” Cosano said. They want to why this is better. The whole proposition is fashion in a simple way, in a way guys understand. It’s very foundational fashion.”

ÉCOLE is specifically built for consumers on-the-go. The concept is to avoid bombarding customer with endless options from hundreds of different brands. Instead, ÉCOLE launched with partnerships with six brands including Siki Im, Public School, Patrik Ervell, Richard Chai, Robert Geller and Common Projects.

“ÉCOLE has separated itself from the pack of menswear retailers by remedying the key areas of concern for men: over-assortment, overwhelming browsing experience and complex path to purchase by providing a streamlined interface, fortified by intuitive technology,’ said Wharton Professor of Marketing David Bell, who the company partnered with to support their approach.

The website design is built primarily for the mobile experience, stacking products vertically to making it easily scrollable. Plus, ÉCOLE offers curated looks that allows customers to purchase an entire look with just a few clicks.

“If I’m looking for a new pair of jeans and I go to a website, I’m going to get 200 options,” Cosano said. “What we do is we say, ‘Look, here are three pairs of jeans that you want to know. We create these looks and we engage these guys in ways that can understand.